Every moment is mobile: smartphones taking over the world

A presentation by Sotiris Alexopoulos, head of Agency Relations at Warply.

This presentation is the introduction of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality.

7.
the mobile is where your customers
are
✓ user’s
first option for content, news and information
✓ in
the next couple of years your mobile phone will essentially become
your wallet
✓ mobile
will be the most personal item you have, associated directly
with your purchase behavior
✓ mobile
will be in all your customer’s pocket and present in all their
priority moments
✓ mobile
programmatic media buying revolutionizes the way we buy
media, providing the option to target, segment and re-target our
audience

9.
the mobile acquisition issue
saturated and
overpriced: your
competitors are games,
fortune 500 companies
that monetize mobile
and more games
(CPA>$2.5)
adverse selection
problem: apps are only
selling clients monetize
the less, so in return you
are buying users that
provenly don’t spend
targeting and traffic
quality: traffic
acquisition and user
tracking systems are
fragmented and hard to
monitor

10.
the mobile retention problem
Solving it, should be your
First Mobile App Strategy
Retention is one of the biggest challenges of
mobile apps today, as “65% of people stop
using them three months after install”
Months Since
User Acquisition
iOS and Android
User Retention
0
100%
1
47%
3
35%
6
14%
9
7%
12
4%
source: blog.flurry.com

11.
the monetization potential
•
customer lifecycle value mostly refers to the
future, therefore this is something we can
easily influence through mobile channels
•
monthly churn rate is probable
the most important factor you
need and can change
•
communicate just
before your customers
are about to perform a
purchase
customer spending
with mobile CRM
customer spending without mobile
CRM
time

12.
the only formula you need to know
CTV > CPA
* Customer Lifetime Value
* Cost Per Acquiring a new Customer

13.
the lessons from gaming industry
✓ appointment
dynamics to increase user retention
only buy in-app consumables when they think that this is
worthwhile (saves time)!
✓ players
your users and engage them when they are idle (when in toilet
:p or in the subway)
✓ Monitor
✓avoid
limits on your CLV (avoid $4.99 buy all bundle if possible)
✓repetition
mode, game farms/publishers and development of new
versions of the same gameplay

14.
the Warply solution approach
Contextual & Behavioral
Targeting
target users based on
their location, past
behavior, purchase
habits and personality.
Engagement
Deliver rich and engaging
communication, ask your
customers to play games,
participate in competitions and
perform loyalty actions
Real-Time Messaging
Push messaging gives the
ability to communicate with
your customers just right at
the point of sales or even
before they even realize that
they need to perform a
purchase